ScreenSkills were looking to gain industry support in helping attract and encourage a wider audience to consider a career in screen.
To do this, we had to breakdown the main barriers that stand in their way:
Geography - I don’t live close to a potential employer within the industry
Closed Network - I don’t have any contacts within the industry to give an introduction
Money - I can’t afford to live without funding whilst training
Role Models - No one looks/is like me within the industry
Age - I’m too old to change career and make it in the industry now
To be as authentic as possible, we decided that actual ScreenSkills’ training scheme participants, past and present, had to lead the campaign; real-life proof for our audience that someone just like them can succeed in screen.
The selected trainees represent diverse backgrounds and different sectors to highlight the variety of jobs available and pathways into the industry, whether transferring from other careers or through apprenticeships/higher education.
Our series of 7 cinema ads and 6” YouTube bumpers star one trainee per spot, who chat about their experience to inspire a wide audience to follow their passion and to train to work in the screen industry. A career they might not have previously considered.
Feref led the bespoke creative from pre to post production, including a shoot at Pinewood Studios.
The campaign has reached a wide audience in the UK and beyond via cinema and ScreenSkills’ social media, plus industry professionals who have liked and shared the content.